Marketing Fundamentals

Course Detail

Introduction

Why You Should Attend This Course:

The complex and rapidly changing environment in the marketplace impact all organisations. In this dynamic environment, marketing has become an increasingly important engine to drive the organisation's products and services to success in the marketplace. However, to be effective, marketing must make an impact and lead to measurable results. That does not necessarily mean expensive and fanciful marketing that put a strain on your budget but does not go far in terms of results.

This two-day course aims to provide an understanding of what innovative marketing is all about. At the end of the course, participants will comprehend the significance of innovative marketing as a key differentiator in the competitive marketplace.

Learning Outcomes:

Be equipped with a clear understanding of the marketing concept and their importance to your company's long-term success in the marketplace

Be familiarised with the key requisites of innovative marketing and how it can create impact and lead to measurable results

Have the opportunity to apply selected tools and techniques in case-studies in a collaborative learning environment

Curriculum Overview

Course Outline:

What is Marketing?

Key fundamentals of marketing

Going beyond buzzwords and jargons

The Marketing-Oriented Organisation

What marketing orientation means

Is my organisation marketing-oriented?

Understanding the External Environment

The key external influences on the organisation's business

Emerging trends and their impact on the organisation

Understanding the Internal Environment

Assessing the internal environment

Developing the SWOT Matrix

Market Segmentation, Targeting & Positioning

Developing the Segmentation & Targeting Strategy

Developing the Market Positioning Strategy

Deploying the Marketing Mix

The marketing toolbox

Applying the marketing toolbox

Other Information

Who Will Benefit?

Non-marketing executives who desire to have an understanding of what marketing is all about

Executives who play supporting roles to the overall marketing efforts of their companies/organisations

Marketing Executives and Managers who need to keep abreast of current issues and best practices in modern marketing

Prior to this, Bob spent over 10 years in senior regional management positions with multinational corporations. In his corporate career, Bob has travelled widely throughout Europe, the US and the Asia-Pacific region.

Bob has a Ph.D from the University of Nottingham, a M.Sc. in International Marketing from the University of Strathclyde as well as professional qualifications in Administrative Management, Business Administration, Accounting & Finance and Public Relations. He is also a Fellow of the Chartered Institute of Marketing (FCIM) as well as a Chartered Marketer.

He writes and speaks on breakthrough business concepts for the 21st century. His articles have been published in Asia 21, Singapore Marketer and Today's Manager.

Dr Bob Foo is a qualified Instructor for Higher Education Teaching and a qualified Higher Education Instructional Leader certified by National Institute of Education (NIE) and Singapore Institute of Management (SIM).